In the process of business operation, the first key factor is the choice of store location. In this regard, world-renowned chain giants such as Wal-Mart and KFC have proved their correctness countless times with their years of development experience. Business is a general term for gathering popularity, exchanging information and concluding transactions. Behind all these activities, people are needed as promoters and executors. How to choose a store that can gather the best popularity is a prerequisite for the success of commercial activities. Therefore, for manufacturing enterprises with little experience in "commercial" operation, the location of stores is even more important.
Store location includes two main tasks:
The first is to determine the business circle and evaluation. This was originally a popular way to solve the problem of department store retail location, but it also has the same effect on the location of commercial specialty stores in manufacturing enterprises. Specifically, it refers to choosing a 2-3 km (changing) business circle that a specialty store needs to enter and determining the specific location in the business circle. The selection criteria mainly consider market nature, market scale, market positioning, market reputation, market passenger flow and other factors. For example, a lamp manufacturer's specialty store can't be opened in a clothing distribution market, because the market nature is different.
The second is to formulate evaluation criteria for store location. After the comprehensive evaluation determines the share of the store in the business circle, it is necessary to make clear evaluation criteria for the specific store location. Standards mainly involve:
Store location: Store location requires eye-catching and strong visibility.
Store area: Different specialty stores in different industries have different requirements for store area, which should be determined according to their own characteristics.
In-store passage: The passage in front of the store is barrier-free and belongs to the main passage, with a large passenger flow.
Store advertising: Store advertising meets the enterprise advertising standards; Can attract customers' attention.
Store cost: the store cost such as transfer fee, decoration fee and rent should be considered comprehensively according to the market situation.
Shop window: A shop should have a proper window position to enhance its display.
Store competition: share passenger flow with related competitors and form characteristic management.
merchandise control
Commodity management is store operation, which is to ensure the scientificity and integrity of goods in every link of the store, so as to maximize sales. Mainly involved in:
Commodity classification: that is, the best-selling goods, unsalable goods and unsalable goods are classified according to the sales situation, in order to improve the turnover rate of funds in the store and keep the inventory structure reasonable. At the same time, sales situation and contribution profit are also important reference standards for the best combination and display of goods in the store.
Commodity display: Its purpose is to form a visual aesthetic feeling, enhance the store image, stimulate purchases and increase sales. In the display of goods, we must first keep the classification clear, so that goods of the same category can be displayed together, which is convenient for customers to choose to buy; Secondly, all goods should be displayed in an orderly manner and within reach; Thirdly, the merchandise display must be full, which will increase the store's merchandise storage and increase the aesthetics of merchandise display; Finally, the goods should be displayed in first in first out.
Commodity storage: The purpose of commodity storage management is to keep the minimum inventory, so that stores can meet the sales as much as possible and avoid reducing the turnover rate of store funds. Store goods storage mainly includes shelf goods and inventory goods: shelf goods storage must ensure the scientific display of goods and maximize sales; In order to ensure the rationalization of inventory structure, it is necessary to establish a clear commodity inventory management system and strictly implement it.
Commodity preservation: Commodity preservation management is mainly to track and check the validity period of commodities, adopt different sales strategies according to the length of the validity period of commodities, and deal with the commodities that are about to expire according to relevant regulations.
Commodity breakage: In the process of circulation, commodities cannot be sold normally due to possible breakage, quality shortage and expiration of the shelf life. Store operations need to manage such damaged goods and minimize the losses caused by the destruction of goods.
Price control
The coordinated management of monopoly price system and original distribution price system formed in the process of commercialization of manufacturing enterprises will be one of the challenges facing the operation of manufacturing enterprises' stores. Both of them face overlap and need particularity to highlight the value of monopoly network.
In order to do a good job in price management between the two networks, manufacturing enterprises should first realize that the ultimate goal of commercialization of manufacturing enterprises is to enhance the brand influence of enterprises and improve their control over terminal channels, rather than raising product prices; The monopoly price system of manufacturing enterprises is based on the original distribution price system. In order to avoid the confusion of the whole enterprise price system caused by the conflict between them, the construction of monopoly price system must obey the original price system.
In practice, the monopoly price system of manufacturing enterprises must follow the original distribution price system, and in order to ensure the flexibility of monopoly prices in various regions, it can be slightly adjusted according to its own market characteristics, but it cannot exceed the distribution price in the region; If the regional market distribution price system is multi-level, the monopoly price should be high and low, which can be appropriately higher than the total distribution price, but not beyond the highest level of distribution price.
Monopoly network creates brand premium for manufacturing enterprises because it highlights the brand of enterprises, and it should also be reflected in the price system as a difference from distribution network. If a manufacturing enterprise completely re-establishes a monopoly network to avoid the original distribution system, then the price systems of the two enterprises can be completely different. Galanz, once known as the "price butcher" internationally, is one of the typical representatives. The products of its monopoly network only include all its high-end products, and take the "Life Experience Pavilion" as the selling point to change its long-term "low price" image in the eyes of consumers, forming a monopoly price system completely different from the distribution network. But the implicit condition is that the manufacturing enterprise must have a complete product line and enough product models to support the product structure of the specialty store.
In practice, most manufacturing enterprises do not have such a complete product line, which will inevitably lead to the duplication of products in their monopoly network and distribution network. How to form the price advantage of monopoly network is the key.
In this regard, the author believes that there are two ways to go: First, the product model is misplaced. If the product line is insufficient, we can make a fuss about the product model, supplemented by materials, packaging, publicity and other aspects, and we can distinguish the distribution price system; Second, the new product is listed on the exclusive network. If any enterprise wants to survive for a long time, it must require a steady stream of new products to be developed and listed. If the manufacturing enterprise requires any new product to be exclusively used for the network three months before listing, it can completely gain a monopoly price advantage through new product pricing.
Logistics and distribution
Efficient and scientific logistics distribution system is the basic guarantee for the success of chain operation. Wal-Mart, the world's first business empire, has been ranked first among the world's top 500 enterprises for many years, and one of the keys is to establish an advanced and powerful logistics distribution system. For manufacturing enterprises that have just entered the commercial field, their logistics distribution system does not need such powerful functions, but it must meet two basic purposes: one is to monopolize the normal supply of commercial outlets; Second, coordination with the original distribution system.
If the product line of manufacturing enterprises is relatively simple, it is relatively simple to monopolize the normal supply of commercial outlets or coordinate with the original distribution system. At the beginning, the monopoly distribution system needs to rely on the channels of the original distribution system to "feed" the monopoly networks at all levels; In the middle and late stage, the original distribution system will be integrated with monopoly distribution system as the leading factor, and a distribution system based on monopoly networks at all levels will be formed.
If the product lines of manufacturing enterprises are complex, each product line has its own different distribution network, and the monopoly network needs to gather all the product lines of the enterprise, then it will inevitably face the problem of integrated supply. In order to avoid excessive integration and damage to the original distribution system, the emerging monopoly network distribution should also be powered by the original distribution system, although it may involve multiple distribution lines. The only way is to improve the distribution system, stipulate the products, time and price of each distribution line in an all-round way, and ensure that the monopoly network will not endanger its survival because of logistics distribution problems.
With the gradual maturity of monopoly network, the original distribution system based on product line should be transformed into a distribution system based on monopoly network, so that all products from enterprises to monopoly network are supplied in a straight line, while below monopoly network, product lines are supplied to all distribution points.
Under such a distribution system, specialty stores at all levels will be the main nodes of the distribution system. Before the node, it is mainly supplied directly by manufacturing enterprises (or third-party logistics). On the one hand, it is beneficial to control the listing of special goods and new products in specialty stores, thus forming a monopoly price advantage; On the other hand, it can reduce the intermediate links of commodity circulation and avoid the phenomenon of regional cross-selling. After the node, a two-level distribution system based on product line is formed with the regional monopoly flagship store as the center to strengthen the continuous penetration of channel terminals.
Shopping guide management
Shopping guide is the link between enterprises and customers, and it is the image representative of manufacturing enterprises directly facing customers. A group of high-quality shopping guides is the key to realize the sustainable profit of store operation, but shopping guide itself is a very profound knowledge, and it is difficult to find a group of high-quality shopping guides. To this end, the key to store operation shopping guide management lies in two aspects: first, do a good job in the selection, training and scientific use of shopping guide personnel; The second is to constantly update and improve the shopping guide skills.
The shopping guide is the terminal image spokesperson of the enterprise in the storefront, so it must be required to have good qualities in all aspects. There are high requirements in work attitude, knowledge, skills, appearance, body language, language and psychological quality, which makes manufacturing enterprises need to make a lot of efforts in the recruitment and training of shopping guides.
In addition, it is also a necessary condition for the operation of the store to gather a group of excellent shopping guides and balance and attract the material conditions such as wages, bonuses and benefits of shopping guides.
As an excellent shopping guide, you must be a technical expert of customers and understand the functions and characteristics of various products of enterprises; Must be a professional consultant, sincerely starting from the needs of customers, to help customers choose the right products; Must be a "service ambassador" to provide customers with quality procurement services. For manufacturing enterprises, an excellent shopping guide should also be an excellent promoter, information officer and image officer.
Promotion management
Promotion refers to the activities of manufacturing enterprises to create momentum, stimulate sales and build brands in stages by means of media advertising, personnel promotion and public-private relations. The management of these activities is called promotion management. It mainly includes promotion management at enterprise level and store level. This paper mainly studies the promotion management of store operation in manufacturing enterprises, which has the value of gathering popularity, attracting people, increasing sales, confronting competitors and increasing market share for single store operation.
Shop promotion management mainly consists of three core elements: promotion momentum, interest point setting and promotion implementation. Every promotion must first clarify the purpose of creating momentum. It is to convey brand information and enhance brand image; Or do you want to increase sales in the short term through various promotional means? The way to create momentum is to use on-site layout and outdoor advertising? Or in the form of new products and prizes?
The purpose of promotion is to attract customers, and the purpose of setting interest points is to retain customers, so as to realize purchase. The so-called benefit point is the extra value that customers can get in the process of purchasing the core value of the products they need. Generally speaking, consumers get more benefits or unexpected surprises. For example: "buy one get one free", "discount" and "cash back".
A complete promotion activity generally includes three processes: activity preparation, activity execution and activity summary. Both the promotion of momentum and the setting of interest points can be regarded as preparations for promotion activities, including background, objectives, themes and means adopted. The implementation of activities is a necessary process to ensure the smooth completion of promotion and the completion of quality; Activity summary is a process of information feedback, continuous accumulation of experience, improvement of details and gradual improvement.
Store management
Store management involves all the work of store operation, including store commodity management, price management, shopping guide management and other links, and its importance is self-evident. In addition, store management also involves too many meticulous and insignificant work and procedures, including store safety management, health management, cashier management, service management and so on. In the actual store operation, it is easy for us to miss these links or cope with customs clearance. However, it is not fundamentally realized that it is the long-term persistence and accumulation of these subtle tasks and procedures that can cast the strong market competitiveness of the monopoly network of manufacturing enterprises and form a new channel for competition with modern terminal hypermarkets.
As a matter of fact, in this impulse of monopoly commercialization of manufacturing enterprises for the "right to speak" of terminal channels, the key to the success of manufacturing enterprises lies in defining the status of monopoly commercialization from a strategic perspective and conducting commercial operation under the guidance of brand-new business concepts.
The possible challenges in the process mainly come from two aspects: first, the manufacturing enterprises lack the concept and consciousness of commercial operation, and even lack the talents for commercial operation, which leads to the inability of commercial operation; Second, manufacturing enterprises can not fundamentally jump out of the limitations of manufacturing and marketing thinking, and still use the original channel marketing ideas to guide business operations.
The "seven keys to the success of store operation" put forward by the author is the key point that affects the commercialization process of manufacturing enterprises from the perspective of commercial operation on the basis of comprehensive consideration of the original actual situation of manufacturing enterprises, hoping to bring some thoughts and enlightenment to manufacturing enterprises that are implementing commercialization.
Lanhai intellectual property Li Zhiyuan company